{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Fintech Marketing Lab","title":"The Fintech Marketing Playbook for Complex Products, Long Sales Cycles, and Messy Attribution | Paul Staite & James Hayward, Primer","html":"","width":"100%","height":180,"duration":2878,"description":"Araminta interviews Paul Staite and James Hayward at Primer, a unified infrastructure platform for global payments and commerce. They explain why traditional SaaS marketing playbooks often fail in payments due to long sales cycles, hard-to-demo “background” products, extreme regional and vertical nuance, global-first targeting, multiple personas, and buyers for whom payments is only part of the job. Primer’s lean team succeeds through executive buy-in, data-driven prioritization, tight cross-functional collaboration, and clear goals, while using both quantitative and qualitative attribution signals. Paul describes the “GTM engineer” role and using automation/AI and Clay to surface intent signals into Slack; James shares AI workflows for tone-of-voice consistency. They also discuss Primer’s ungated Payment Pioneers research series and highlight key “first tools” like robust website forms.\n\nKey topics include: Why traditional marketing playbooks don't really work in paymentsWhat’s a go-to market engineer How Primer operate as a lean, high performing marketing team \nUseful links:\nFind Paul Staite on LinkedIn: https://www.linkedin.com/in/paulstaite/Find James Hayward on LinkedIn: https://www.linkedin.com/in/james-h-92178975/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/\n\nFor show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcast\nThis episode was produced by Orama - a video and podcast studio for B2B Fintechs.: https://orama.tv/\n\nAbout Araminta Robertson:\nAraminta is the Co-Director of the fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person fintech Marketing Slack group, is the host of the Market Like a fintech podcast and...","thumbnail_url":"https://img.transistorcdn.com/RxTsGogqJoX15VsYrjZdN5NqurDLl-H2dcmuZVY5O3E/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9iODE4/NzIyYmM4OGU5NjNl/MmIyODM2OGI2NTg2/Njk3OS5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}